Many businesses today fail to tell their story on how they got started and what makes them unique.
Why is this important?
Well, I know that everyone loves to hear a good story. A story wouldn’t be interesting if there wasn’t a buildup to the end result right?
Businesses today aren’t storytelling. They are only trying to sell their product or service. This may work for a while, but if you want to build a brand?
If you want to be a Nike..
If you want to be Apple..
Telling your story is how you create an emotional connection with your audience that can last forever.
How do you tell your businesses story?
Let’s find out.
Know Your Story
This is obvious. You have to know your story before you can tell it.
The important part of this is that you must know what makes a good story.
- Start with why.
Why did your company/business come to be?
Was it because had an amazing idea and wanted to execute on it?
Is it a family business that has been here for ages?
Whatever your story is, make sure that it is your truth.
Today we’re seeing a lot of fake businesses or fakes stories on how the business got started. That is always going to be a losing formula. It may work on some people. Humans are smart and will be able to sniff out what seems fishy and end up exposing your business. Tell your truth.
What makes your business unique? Are you offering services that all your competitors aren’t? Do you specialize your services in a specific industry?
Explain why and how you’re different. What made your business only cater website designs to realtors?
How did you’re business start? Did you achieve success right away? Did your business have to grind 24/7 for a year before seeing any real results? What lessons did you learn?
These are the type of questions you must ask yourself and your partners. What this will do will allow your business to understand the truth behind why it was started.
Everyone loves hearing about the journey. That is what will capture the audience’s attention. I’m sure everyone would like to see how Phil Knight started Nike and what he did on a day to day basis. That’s why there is a book on Phil Knight’s journey called “Shoe Dog” which ended being a New York Times Bestseller. That is why Steve Jobs has had two movies written on his life in recent years.
Everyone loves hearing and seeing the hardships and risks taken. They love seeing the small wins and lessons learned to allow these people and companies to succeed.
- Understanding how the customers and employees perceive your business.
Interview your customers and employees to get a better idea. Storytelling isn’t strictly about your business. It’s about your customers and the value they get from engaging with your product or service.
Add more chapters to your story as your business grows. Things will change as the market changes.
Understand your truth and let that shine through your story.
Now comes the hard part…
How to Tell Your Story
Now that you know your story and you have to explain why people should be interested. Why is it important that people hear and see you story?
Make sure your story appeals to the emotions of your consumers. Know what their pain points are and integrate how your story can help.
Show your personality through your story. The crucial part about this is that people are faking it. Don’t fall into that trap. Be who you are. Be authentic, real and human. Consumers will love you for being honest and truthful with them. It creates a real connection that most businesses aren’t willing to invest in. They don’t believe in it. They’d rather sell their products and never see their customers again unless they’re buying.
Funny things happen when you care about people, they tend to care about you also.
Choose the words you portray to your audience wisely. Your tone, words and communication style should bring value to your audience.
How to Share Your Story
Sharing your story in the right way is important. Many businesses are looking at social media as a distribution center.
They are distributing content but not in the right context. Every platform is like a different room, you have to understand the context of that room as Gary Vaynerchuk puts it.
The first step is to figure out what platforms your target audience is on. If you’re a B2B business, you may want to focus more on Linkedin and Facebook. If you’re B2C, your audience could be on Instagram and Pinterest. Make sure you’re not wasting your effort where you audience isn’t.
Based upon where you audience is, there is going to be a types of content that work in that platform’s context.
Instagram is better for pictures and short videos that display your product/service.
Linkedin wouldn’t be the best place to post selfies and videos. Linkedin does have a combined blogging platform called “Linkedin Pulse”. This is where top influencers on Linkedin do most of their damage.
If your audience is on these platforms, you’ll need to adjust to those platforms. This will help your business tell your story in a seamless way.
Also, understand what type of content you’re good at creating. If you’re not the best writer, but a great showman/actor, hire a ghostwriter to write your words out for you. . Vice Versa.
Work towards your strengths. Don’t fake it.
If you’re good enough, you could end up creating content for all platforms in the correct way.
If you decide to do this, make sure that your story is transparent across all channels. Your Facebook can’t be saying anything different than your Linkedin does about your story.
Your story’s foundation today should not be different from tomorrow.
In today’s noisy world of social media, the only way to stand out is to tell your truth. Why? Because everyone has a different story, no one can copy yours exactly.
There are a lot of individuals and businesses trying to fake their story. People will sniff them out.
Double down on your truth and tell it to your audience. Show that your business will help the audience’s pain points. Share that in a way that resonates with your audience.
Telling your story is the straightest path to winning.
If you’d like some help to tell your business’s story. Let us know here!